Question 1

Megan knows that whether she decides to interact with her customers in person, by phone, online, Facebook, Twitter, or by fax, that ____ should ultimately drive the marketing strategy.
A)marketing research
B)polite responsiveness
C)her customers
D)product availability
E)company goals

Accepted Answer

The sentence specifically states that Megan should focus on her customers when developing a marketing strategy, indicating that their needs and preferences should be the ultimate driving force behind her decisions.

Question 2

The process of putting marketing strategies into action is called
A)marketing implementation.
B)marketing control.
C)marketing action.
D)marketing auditing.
E)the marketing action plan.

Accepted Answer

Marketing implementation refers to the process of putting marketing strategies into action, including the development of action plans, the execution of promotional activities, and the measurement of results. Marketing control involves monitoring and adjusting marketing strategies to ensure they are effective, while marketing auditing refers to the evaluation of marketing performance and procedures. Marketing action and the marketing action plan are not commonly used terms in marketing literature.

Question 3

A marketing plan document usually begins with a(n)
A)executive summary.
B)introduction to the company's marketing objectives.
C)summary of current performance as compared with past performance.
D)situation analysis.
E)opportunity and threat analysis.

Accepted Answer

The executive summary is typically the first section of a marketing plan document, summarizing the key points of the plan for readers.

Question 4

Marketing managers at Consolidated Equipment Corporation are involved in establishing marketing performance standards, evaluating performance, and reducing the differences between actual and desired performance. These marketing managers are engaged in
A)the systems design process.
B)strategic performance evaluation.
C)marketing systems design.
D)the marketing audit.
E)marketing evaluation.

Accepted Answer

Marketing managers at Consolidated Equipment Corporation are focused on establishing marketing performance standards, evaluating performance, and reducing the differences between actual and desired performance. These responsibilities reflect strategic performance evaluation, which involves the ongoing review and measurement of marketing activities to ensure they align with business objectives. While the other answer choices could be related to marketing performance evaluation or assessment, they do not accurately reflect the specific tasks and goals outlined in the scenario.

Question 5

A marketing plan
A)is characteristic of production-oriented firms and other mass producers.
B)provides a framework for implementing and controlling marketing activities.
C)always increases the marketing manager's operating costs.
D)produces plans that are short term in orientation.
E)restricts the marketing manager's future options.

Accepted Answer

A marketing plan provides a framework for implementing and controlling marketing activities, which is essential for all businesses regardless of their orientation or production method. It may increase operating costs initially, but it is designed to improve efficiency and effectiveness in the long run. Marketing plans can be both short-term and long-term in orientation, depending on the business's goals and objectives. Additionally, marketing plans do not necessarily restrict the marketing manager's future options, but rather guide and inform their decisions.

Question 6

The first step in the strategic performance evaluation is to
A)take corrective action.
B)reduce the difference between actual and desired standards.
C)evaluate actual performance.
D)compare actual performance and standards.
E)establish performance standards.

Accepted Answer

The first step in the strategic performance evaluation process is to establish performance standards. Without having clear and specific standards in place, it is impossible to evaluate actual performance and determine whether corrective action needs to be taken. Once performance standards are established, then actual performance can be evaluated and compared to those standards, and corrective action can be taken if necessary to reduce any differences between actual and desired performance.

Question 7

Sayed's employer is currently developing a new marketing strategy. The top managers have developed the marketing strategy and have given it to Sayed so that he can now develop an implementation plan. Sayed's company will most likely end up with which type of strategy?
A)Decentralized
B)Centralized
C)Rigid
D)Intended
E)Realized

Accepted Answer

Sayed's company has a centralized strategy as the top managers have already developed the marketing strategy and given it to Sayed to implement.

Question 8

Which of the following is not a component of a marketing plan?
A)Environmental analysis
B)Marketing strategies
C)Product
D)Executive summary
E)Marketing implementation

Accepted Answer

Product is not a component of a marketing plan because it is the actual item or service being sold, and not a part of the planning process. The components of a marketing plan typically include an environmental analysis, marketing strategies, an executive summary, and marketing implementation.

Question 9

Hallaway's Corp.'s new shampoo, VS2, is faltering badly in the market. Hallaway's marketing personnel are unsure who is responsible for various marketing tasks, when these tasks are to be completed, or what resources have been allocated. Hallaway Marketing Director Carolyn Willis said that the problem is that VS2 has the most poorly written ____ she has ever seen.
A)marketing plan
B)competitive plan
C)implementation plan
D)media schedule
E)product specification sheet

Accepted Answer

The sentence in the scenario specifically mentions that the problem is with the poorly written marketing plan, indicating that this is the best choice of the options given.

Question 10

Morris Business Products Co. distributes its business supply products through direct sales personnel. Recently, the company has established a monthly sales quota of $150,000 for each sales representative. This is a(n)
A)marketing control process.
B)evaluation of actual performance.
C)evaluation standard.
D)sales analysis.
E)performance standard.

Accepted Answer

The establishment of a monthly sales quota of $150,000 for each sales representative is a performance standard, which is a specific measure of performance that is used to evaluate how well an individual or group is achieving their objectives. This standard serves as a benchmark against which the actual performance of the sales representatives can be evaluated. Therefore, the correct answer is E, performance standard.

Question 11

Zingerman's Deli operates seven retail stores throughout the city. It plans to develop a new marketing plan to extend its number of stores and operating hours. In developing this marketing plan, it has asked its employees for feedback on the changes it plans to makes. In this case, the employees are Zingerman's ____ customers.
A)external
B)extended
C)intended
D)internal
E)domestic

Accepted Answer

Internal customers are individuals or departments within a company that depend on the work of other individuals or departments within the same company. In this case, Zingerman's employees are internal customers as they work within the company and are being asked for feedback on the marketing plan. External customers are individuals or organizations outside of the company who purchase goods or services from the company. Extended and intended customers are not commonly used terms in this context, and domestic refers to customers within a particular country.

Question 12

J.C. Penney is presently involved in a process of assessing marketing opportunities and resources, determining marketing objectives, re-defining marketing strategies, and developing guidelines for implementation and control. Thus, J.C. Penney is involved in
A)strategic analysis.
B)marketing planning.
C)marketing management.
D)marketing.
E)market organization.

Accepted Answer

J.C. Penney is in the process of assessing marketing opportunities and resources, determining marketing objectives, re-defining marketing strategies, and developing guidelines for implementation and control - all of which are part of the marketing planning process. Therefore, option B, marketing planning, is the best choice. Options A, C, D, and E are not specific enough to the activities mentioned in the question.

Question 13

In a traditional organization, marketing decisions are likely to be
A)very decentralized.
B)centralized at the top levels of the organization.
C)made by frontline employees.
D)made by frontline managers.
E)made only by the CEO.

Accepted Answer

In a traditional organization, marketing decisions are likely to be centralized at the top levels of the organization. This means that the senior management team or the CEO would be responsible for making marketing decisions, as they have the authority and resources to do so. This centralized approach ensures that decisions are aligned with the overall goals and vision of the organization.

Question 14

The Kingtel Corporation is expanding operations into countries outside the United States. To improve local managers' responsiveness to local conditions, Kingel's senior management has decided to delegate decision-making authority further down the chain of command. Acme is
A)building a marketing-oriented organization.
B)empowering employees.
C)centralizing.
D)decentralizing.
E)making a serious error.

Accepted Answer

Decentralizing is the process of delegating decision-making authority further down the chain of command. This will allow local managers to be more responsive to local conditions as they will have the autonomy to make decisions that best suit their region. This aligns with Kingtel's strategy to expand operations and improve responsiveness to local markets.

Question 15

Mama Vertalli's Bakery is a family-owned business with over $1 million in annual revenues and six locations. At Mama Vertalli's, decisions are sometimes slow in coming and top-level managers delegate very little authority to lower-level employees. Mama Vertalli's is a(n) ____ organization.
A)centralized
B)decentralized
C)empowered
D)marketing-oriented
E)total quality management

Accepted Answer

Mama Vertalli's Bakery demonstrates a centralized organizational structure, as decision-making power is primarily held by top-level managers and there is limited delegation of authority to lower-level employees.

Question 16

Emma is responsible for developing and implementing the marketing plan for a new type of walking shoe targeted toward older women. Her responsibility includes making sure that the production and deliveries to the retail stores are coordinated for this new product. In order for the marketing implementation to be successful, Emma should be sure the needs of ____ customers are met.
A)the external
B)the internal
C)both the internal and external
D)the planned
E)both the planned and realized

Accepted Answer

Emma should ensure that both the internal and external customers' needs are met for the successful implementation of the marketing plan. The internal customers, who are the production and delivery teams, should be coordinated to ensure the timely availability of the product at retail stores. At the same time, external customers, which are the target group of older women, should find the walking shoe comfortable and appealing. By catering to the needs of both internal and external customers, Emma can ensure the success of the marketing plan.

Question 17

The Texas Pitt Barbecue Corporation has conducted a SWOT analysis of its competition, and sees a marketing opportunity for its new Texas Pit Barbecue restaurant. It has developed its marketing plan to include the type of products it will sell, the location for the restaurant, and the pricing it will use. Their plan includes a marketing objective to make a profit of 5% the first year of operation. So far, the owners of the restaurant have eliminated a key piece of the marketing plan, which is ____.
A)specifying how they will achieve their marketing objective
B)how they will address the competition's prices
C)coming up with a quantitative measure for their objective
D)developing a qualitative measure for their objective
E)assessing their weaknesses

Accepted Answer

The owners have not specified how they will achieve their marketing objective of making a profit of 5% in the first year of operation. This is a crucial component of the marketing plan and must be addressed for the plan to be successfully implemented. Without a clear plan to achieve their objective, they may not be able to reach it.

Question 18

Which of the following is not a purpose of the marketing plan?
A)Communicate internally with employees
B)Assign tasks and responsibilities for implementation
C)Specify the allocation of resources
D)Monitor the performance of a marketing strategy
E)Serve as a contract with the customer

Accepted Answer

Serving as a contract with the customer is not a purpose of the marketing plan. The marketing plan primarily focuses on tasks and strategies to achieve specific marketing objectives, allocate resources, monitor performance, and communicate internally. A contract with the customer would be a separate legal agreement, not a component of the marketing plan.

Question 19

An expected level of performance against which actual performance can be compared is a
A)standard performance.
B)standard of excellence.
C)step in sales analysis.
D)performance standard.
E)corrective standard.

Accepted Answer

The term used in the question, "expected level of performance," is essentially the definition of a performance standard. This is the benchmark against which actual performance can be measured and evaluated. The other answer choices either do not accurately reflect this concept (A, C, E) or are too similar to other answer options (B, which is essentially a synonym for performance standard). Therefore, the best answer is D.

Question 20

Starbucks provides training and support to its employees, including health care benefits. Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.
A)internal management
B)extended marketing
C)intended marketing
D)external marketing
E)internal marketing

Accepted Answer

Internal marketing refers to efforts made to educate, train, and support employees in order to better serve customers. Starbucks' training and support programs for employees fall under this category, as they aim to improve the quality of service provided to customers. The other options (A, B, C, and D) do not accurately describe Starbucks' employee training and support programs.

Quiz 2: Planning, Implementing, and Evaluating Marketing Strategies

Megan knows that whether she decides to interact with her customers in person, by phone, online, Facebook, Twitter, or by fax, that ____ should ultimately drive the marketing strategy.

The process of putting marketing strategies into action is called

A marketing plan document usually begins with a(n)

Marketing managers at Consolidated Equipment Corporation are involved in establishing marketing performance standards, evaluating performance, and reducing the differences between actual and desired performance. These marketing managers are engaged in

A marketing plan

The first step in the strategic performance evaluation is to

Sayed's employer is currently developing a new marketing strategy. The top managers have developed the marketing strategy and have given it to Sayed so that he can now develop an implementation plan. Sayed's company will most likely end up with which type of strategy?

Which of the following is not a component of a marketing plan?

Morris Business Products Co. distributes its business supply products through direct sales personnel. Recently, the company has established a monthly sales quota of $150,000 for each sales representative. This is a(n)

J.C. Penney is presently involved in a process of assessing marketing opportunities and resources, determining marketing objectives, re-defining marketing strategies, and developing guidelines for implementation and control. Thus, J.C. Penney is involved in

In a traditional organization, marketing decisions are likely to be

The Kingtel Corporation is expanding operations into countries outside the United States. To improve local managers' responsiveness to local conditions, Kingel's senior management has decided to delegate decision-making authority further down the chain of command. Acme is

Mama Vertalli's Bakery is a family-owned business with over $1 million in annual revenues and six locations. At Mama Vertalli's, decisions are sometimes slow in coming and top-level managers delegate very little authority to lower-level employees. Mama Vertalli's is a(n) ____ organization.

Which of the following is not a purpose of the marketing plan?

An expected level of performance against which actual performance can be compared is a

Starbucks provides training and support to its employees, including health care benefits. Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.